...Andrea Pérez; Jesús Collado; Matthew T. Liu Purpose Although interest in sustainability within the fashion apparel industry has increased over the last decade, ethical fashion remains a minority trend due to low consumer awareness and consumption behaviour. The aim of the paper is to explore...

... been done by marketers concerning shopping behavior as it relates to certain demographic groups. A demographic group is defined as measurable, substantial, accessible, and actionable (Donthu and Cherian, 1994). A generation meets these criteria and is defined in the literature as a group of people...

... for authentic products and ethnic attire; and local activism behavior. In contrast, they exhibited more limited interest in wearing fashionable attire. All respondents placed high importance on fair trade philosophy centered on wages, workplace, and the environment. For all generational cohorts...